Abstract:

National brand is not only one of the engines of economic development, but at the same time it can provide a different advantage when it is aligned with an economic strategy and supported by public policy. Countries are concerned about launching sophisticated branding campaigns aimed at attracting foreign investments, facilitating trade, improving competitiveness and ensuring geopolitical influence. The article aims to analyze the influence of national brand on economic prosperity, national brand representing the intangible asset that influences the evolution of other indicators and the economic development.